Keyword research is one of the most important part of Search Engine Marketing and Optimization. Keyword research involves the investigation of the most important words and phrases that describe a website’s content and a company’s products or services. A search engine marketer, when performing keywords research, focuses on finding the search terms and phrases that will yield the highest return on investment. The search engine marketer tries to put themselves in the minds of the potential buyers to figure out what they would search for when they’re are looking to buy products or services that a company sells. Keyword research involves using online tools and services to determine exactly what is on the mind of searchers. Once keyword research is done, the most-used keywords–and those that will bring the website its greatest return on investment–can be incorporated into a company’s website content, used in search engine optimization, and used to purchase listings in Pay Per Click advertising.